It is not about Samsung or Apple, it is more about hardware/devices that going to use W10M, and at the moment MS opening a lot of doors. Dans, Yours, mine, these are just an opinions. In my eyes, not the device is excellent, but where MS and their Windows is going, and in the near future with Redstone going full 64bit, that gonna open a lot more doors, then Intel and Nvidia chips to go, thats gonna be something new and maybe "groundbreaking", now it is just an update or upgrade for existing thing.